HEILAN HOME(SH:600398) 21世纪经济报道·2025-11-29 11:53Core Viewpoint - The company, HLA (海澜之家), is pursuing an "A+H" listing on the Hong Kong Stock Exchange, aiming to expand its market presence and capitalize on its international business growth, with a current A-share market capitalization of approximately 29.6 billion RMB [1]. Group 1: Business Expansion and International Strategy - HLA is transitioning from being a men's clothing brand to a family-oriented clothing brand, with plans to operate over 7,200 stores globally by mid-2025 [1]. - The company has expanded its international presence, currently operating 111 direct stores in 11 overseas countries, with overseas revenue growing from 0.06 billion RMB in 2017 to 3.55 billion RMB in 2024 [1][10]. - HLA's international strategy focuses on Southeast Asia and aims to penetrate emerging markets in Australia, Africa, the Middle East, and Central Asia [12]. Group 2: Financial Performance - HLA's revenue for 2022, 2023, 2024, and the first half of 2025 was 17.9 billion RMB, 20.8 billion RMB, 20.2 billion RMB, and 11.2 billion RMB, respectively, indicating some revenue fluctuations [5][11]. - The main brand, HLA, contributed approximately 75% to 78% of total revenue from 2022 to 2025, although it faced a revenue decline in 2024 and the first half of 2025 [7]. - The company's gross profit margin improved from 43.4% in 2022 to 46.9% in the first half of 2025, reflecting better cost management [5]. Group 3: Brand Portfolio and Market Position - In addition to its main brand, HLA operates several other brands, including the luxury women's brand OVV and the high-end children's brand Ying's, although these brands contribute a smaller portion of total revenue [2][7]. - HLA has established partnerships with international brands like Adidas and HEAD, enhancing its market position in sportswear [4][5]. - The company emphasizes its competitive advantage through high cost-performance ratios, with the main brand HLA being the primary revenue driver [6][7].